A re-cap of the session presented at the SCMAF Institute on September 26, 2013 in the City of Yorba Linda.

1. MARKETING IN THE
DIGITAL AGE
Hat Trick Inspirations:
Heather Davis
Timothy Pagano

2. “IN THE ATTENTION ECONOMY,
YOUR COMPETITION IS EVERYBODY.”

3. OBJECTIVES:
Explore Marketing strategies that you may be missing out on.
 Go from FRIED out to FIRED up about your marketing efforts
Discover what works and how some people have done it
 Examples and Case Studies
Create your own strategy for implementation
 Resources to Get Started.

4. TIMES: THEY HAVE ‘A CHANGED
Get your conventional
marketing working with
your digital marketing

5. This is what your Marketing Plan Should Look Like.

6. GO FROM FRIED OUT TO FIRED UP ABOUT
YOUR MARKETING EFFORTS
Flat
Repetitive
Interruptive
Erratic
Dull
Frequent
Interactive
Relevant
Entertaining
Directed

7. Frequent
 You have to interact
frequently
 Hourly- Daily – Weekly
- Monthly
 Time of Day
 It’s ok to repeat
Information – just do it in
a different way!
 Fun Fact: the life of a
Tweet is 5 minutes, so
tweet tweet away!
Interactive
 Your marketing should be
interactive
 ask questions
 take polls
 request photos/use
photos
 create competitions
 include pictures
 include links

8. Relevant
 Information needs to be
relevant to your audience
 Age Appropriate
 Topics That They are Into
 Language: slang & language
 Delivery Method
 USE YOUR CUSTOMERS!
People like to see themselves
and their kids – they are
going to share that content.
So use it!
Entertaining
 You have about 5 seconds
to make an impression
 Keep it funny and fresh (but
appropriate)
 Get to the point
 Intrigue them with a headline
 Share current events
 Why be boring? Do you read
or react to boring
advertising?
Fun Fact: Posts with Images are 5
times more likely to be viewed and
2x more likely to be shared.

9. Directed
Your marketing should
have a voice and be
directed to the right
audience.
 Intention
 Purpose
 Direction
 Goals
 One Size Does Not Fit
All
If you don’t know who you want
to reach – how do you expect
them to find you?

10. MARKETING THAT STICKS NEED TO BE ACTIVE
(SPRINKLED WITH A LITTLE STATIC).
Static
Classic Marketing
 Newsletters
 Flyers & Posters
 Press releases
 Website*
 Email*
 Social Media*
Active
Digital Marketing
 Social Media*
 Content
 Mobile
 Search (Paid & Organic)
 SEO
 Video

11. SOCIAL
If you aren’t doing
anything social, you’re
already failing.

12. SO… WHERE PEOPLE ARE AT?
1.2 Billion Users on Facebook
490 Million YouTube users per month
87 Million Users on Flickr
343 Million Users on Google+
150 Million Users on Instagram
40 Million Users of MyFitness Pal
70 Million Users on Pinterest
20 Million Users on Prezi
500 Million Users on Twitter
http://expandedramblings.com/index.php/resource-how-many-people-use-the-top-
social-media/3/

13. NOT ON SOCIAL? STILL!?... IN 2013?
Biggest Reasons Agencies Aren't
on Social Sites:
 Worry it will decrease productivity
 Worry about PR blunders
 Afraid of losing control
 Have bandwith issues
 Scared of it because they don’t know
what it is? (It changes so fast)
 Aren’t good at it.
 Still think it’s a “Fad” (yea, so was
Skateboarding, right?)

14. IN REALITY…
Unrestricted use of SMS at work
increased productivity by 9%
(AT&T)
Allowing employees to access
SMS increases employees sense
of trust and increases morale
Oh, and Employees are already
accessing SMS on mobile
devices..
www.socialnomics.net
So Why not get them
working while they’re at
work?

15. LEAD BY EXAMPLE
Get your Higher Ups on Board to
lead by example… no matter how
old they are.
George Takei – 76 years old… has
4.5 Million Followers on Facebook & a
show on YouTube, sponsored by AARP

16. GET ONLINE AND CONNECT. START
SHARING… BUT REMEMBER THE DO’S AND
DON’TS:
DO:
Give
Advise
Warn
Amuse
Inspire
Amaze
DON’T:
Talk too much about yourself
Be too edgy or offensive
Be obscene or rude
Ask for likes
Bore them to death
“People buy from people they know, like and trust.” – Bob Burg

17. SOCIAL: WHAT WE
Pinterest
Share your photos: arts & craft
projects, program successes,
coaching techniques, etc.
 80% of Pinterest Users are women
 90% of Pins are Re-pinned =
 Large opportunity to create original
content and become the lead in your
field!
 Images work! And it links to your
website or other SMS.
 VERY SHAREABLE! = Conversation

18. Find what you want &
Post Original Content!

19. CONTENT MARKETING
What the heck is this and
why do I keep hearing
about it?

20. CONTENT IS KING.. BUT WHAT IS IT?
Visual content
 Infographics
eBooks
 Short, downloable books
White Papers
 Short, downloable fact sheets & articles
Vidoes
 YouTube, Vimeo, Vine
Interactive Media
 Apps, games, contests, etc.
“The key to epic content marketing: consistently create and share information that
packed with UTILITY, seeded with INSPIRATION, and honestly EMPATHETIC to attract
customers to you”. - Ann Handley

21. CONTENT = INFORMATION
Create Engaging Content.
Your Content should mean
something:
 30%: Share Personal Information and
Expertise
 30% Share Company Information and
expertise
 30% Share information that is
interesting and useful. Its’ OK to share
from outside sources: repost good stuff!
 10% Self Promotion or Selling Stuff
People enjoy connecting with people =
let them get to know the people behind
the agency.

23. WHY INFOGRAPHICS ROCK AND WHY
YOU SHOULD START MAKING THEM NOW.
 Demonstrate expertise on your topic
 Stand out amongst less visually interesting formats
 Take advantage of the fact that 90% of information enters you brain
visually
 Help visualize statistics for easy understanding
 Often go viral – or at the very least – are readily shared
 Get increased mileage when you provide the code to embed them
 Encourage links back to your site to generate higher traffic
 Help heighten brand awareness
- Taken From Zabsico

24. INFOGRAPHICS

25. HOWPARKS&RECCANUSETHEM

26. FREE (YES FREE)
INFOGRAPHIC RESOURCES
Infogr.am
Easel.ly
Piktochart.com
Visal.ly*
Embed Code generators:
Article: http://blog.hubspot.com/how-to-
create-embed-codes-generator-
infographic-content-ht
Generator:
http://www.siegemedia.com/embed-code-
generator
And create them in Powerpoint! Great resources and
templates on the web. Check out hubspot.com for
marketing resources.

27. MOBILE
2.4 Billion cell users have
smart phones with web...
4.5 billion don’t…yet.

30. THESE ARE EASILY
GENERATED AND CAN BE
ADDED TO FLYERS,
POSTCARDS, FACEBOOK
POSTS, ETC.
LINK YOUR URL SO THAT
PARTICIPANTS CAN GET
UPDATES ON PROGRAMS
AND ACTIVITIES
QR CODES
www.visualead.com

31. RESOURCES WE
Prezi.com
- online presentation tool (you
build dynamic presentations &
share)
Slideshare.net
-online presentation tool (you
upload and share). It’s a great
FREE resource to find presentations
too.
Dropbox.com
- online storage, accessible from
any device
YouTube.com
- duh. Start a Channel & post
videos
Vine (app)
-Instagram for 5 second videos.
Wordpress.org
-open source & FREE blog &
website building tool
Google AdWords
Google.com/giving
Adwords.google.com

32. CONNECT WITH US
hattrickinspirations.com
info@hattrickinspriations.com
@heatherandtim
/hattrickinspriations
Heather Davis
South Bay Search Marketing
Marketing Manager
310-715-8257
Timothy Pagano
City of Brea
Program Specialist II
714-990-7179